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Western Kentucky University

Content Marketing

What Is Content Marketing?

With the emergence of social media and search, content marketing has new opportunities for finding an audience. Unfortunately, most marketers don't understand how content can be utilized on the web. This introduction will show you how using a variety of channels to create powerful content can dramatically change the way consumers see your company.


Identifying Prospects

Your best prospects are those who are online, actively seeking information about your product. How can you identify who they are and where to find them? Discover the best practices for defining, discovering, and engaging the right audience. From news sites to social networks, from early adopters to Generation V, you'll have a better understanding of who's using the 'net, how they're using it, and how to get on their radar.


Writing Messages and Creating Content

The most important part of writing content is the message. Without a good message, no revenue will be generated. Alas, writing strong content that resonates with your customers still isn't enough. You have to write content based on your SEO and social media strategies. Mastering the balance between these styles of content writing will lead to more effective marketing for your company.


Getting Your Message into the Media

Do you want to get your message or content in the media in a positive light? It's going to take multiple platforms, research, and adaptability to get it done. Between Facebook, Twitter, LinkedIn, YouTube, Google Plus, Pinterest, and Mobile, you've got a lot to learn. Discover how to be where your prospects are, how to learn from others in social media, and how to respond to an ever changing landscape of media platforms.


Becoming an Industry Expert

Want to become an industry expert? If so, make sure to have a source that is friendly and appealing to the audience. Also, don't be afraid to think outside the box and look at your products from different angles. You'll learn how to focus on your audience, and stay organized.


Measuring the Results of Content Marketing

Your Content strategy is only as good as the results it yields. Learn what it takes to state a revenue strategy, establish a plan of action, and measure the results of your efforts. You'll understand how to engage and form relationships, generate more leads through increased traffic, and protect your budget, too.


At the conclusion of this course, you will receive a Certificate of Completion from WKU.

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 Last Modified 9/24/14